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Building Loyalty and Trust Through Continuous
EngagementDaniel Hart
Agenda• Industry Challenges• From Patient to Consumer• The Evolving Healthcare Business Model• A Retail and Digital Mindset• Engagement & Loyalty Leaders• Making the Transition
Challenging Road Ahead for Providers• Traditional, Volume-based
Business Model Under Pressure
• Changing Reimbursement Models
• Declining Utilization• Thin Margins• Government Mandates• Penalties / Rewards• Risk Transfer / Share• Shift to Population Health
And a New Challenge…
ConsumerTomorrow
• Informed, Shared Decisions
• Highly Engaged/Empowered
• Socially Connected
• Financial Incentives
• Mobile – Technology Savvy
• Consolidated, Comprehensive View of Health Information
PatientToday
• Uninformed
• Limited Engagement
• Isolated Individual
• Limited Consequences
• Fragmented Health Information
Consumer Behavior is Changing
Source: Advisory Board
8 out of 10 adults use the Internet and…
Source: Pew Research
“Do It Yourself” Healthcare on the RiseWearable tech, smartphone-linked devices and apps will become increasingly valuable in care delivery.
Mobile Health Apps Becoming Regular Part of Care
Sources: PwC, RBC Capital Markets, The Health Management Academy
Utilization of Wearables – Beyond Fitness
The Evolving Healthcare Business Model…an increasing portion of healthcare consumers will price shop for services, making brand loyalty and perception of value increasingly important… …hospital executives realize they need to better
understand their customer base and build their brand, engage consumers, and create loyalty…
…the need for leading healthcare systems to become more consumer-centric operators is a key business imperative…
Source: William Blair & Company; A.T. Kearney
… Digital / Social Media is re-shaping the healthcare IT market … consumers and healthcare providers are turning to digital and social communities to connect, learn, and engage…
• To be a consumer-centric operator means shifting to a retail-oriented mindset and focusing on traditional consumer business building blocks such as:─ Branding─ Market Research and Segmentation─ Customer Acquisition─ Customer Experience─ Customer Loyalty─ Innovation – e.g., mobile and other technology offerings
• In the age of the consumer, smart firms obsess about serving and delighting customers – and they use digital channels to do it.1
A Retail and Digital Mindset
1 Forrester Research, Inc.
• Consumers have many choices and are increasingly informed decision makers
• Brand plays a significant role in purchasing decisions regarding complex products and services
• Building a relationship with consumers before they have a need for a product/service is key
• Continuous and proactive communication is required vs. one-off interactions
Selling to Consumers is Fundamentally Different
And How to Reach Consumers is Changing
Source: McKinsey & Company
R. I. P.The Marketing Funnel
The New Marketing Reality: Continuous Engagement & Digital Communities
Source: McKinsey & Company
Engagement & Loyalty Leaders• In common: Deep customer relationships and communities built before and after a
transaction• Relationships often driven by unique and engaging digital content
Williams-SonomaWilliams-Sonoma is known for its omnichannel retail model, embracing both its brick and mortar locations and digital, as well as its approach to product, customer experience and engaging content.
• Goal: ─ “Inspiring cooks everywhere”─ To enhance the quality of our customers’ lives at home
1 Hammock, Inc.
• What they do well1:─ Provide learning opportunities that help customers
get the maximum value from their products and services
─ Use media and content to build long-term customer relationships that focus on shared passions and knowledge
─ W-S audience is in search of education / personal passions. “Delivering engaging content” is considered as important as the products and services they provide.
Williams-Sonoma Stock Price – Last 5 Years
How Providers Can Make the TransitionTo succeed in the new era of healthcare, providers must revisit how they reach and engage consumers and embrace the marketing reality of continuous engagement.
Where to start? Revisit digital marketing strategy and consider an integrated approach to the following:• Online Branding• Content Marketing• Consumer-Focused Digital Tools• Mobile Solutions
Branding• Building brand affinity - before the need for care - is critical in
today’s market• Consumers make decisions about complex services based on
brand• Many facilities may only focus on traditional paid media• Must also consider owned media (e.g., online properties) and
earned media (customer-created channels) – each impact the perception of brand
• Digital efforts create competitive differentiationQuestions to Ask:• What are you doing to build your brand in your market?• Do you have a comprehensive strategy to expand your digital footprint?• How are you interacting with your community online?
Content
Sam Decker, Mass Relevance
Content Marketing: Creating or curating non-product content - be it educational, entertaining, etc. - and publishing it to contact points with customers to get their attention, to focus them on topics around your solution, and pull them closer to learning more about you.
Questions to Ask:• How are you currently doing content marketing? Consider earlier
consumer business examples.• Does your content facilitate relationships with consumers before service
is needed? Are you providing avenues for research?• Do you offer different types of content to engage consumers in your
community?• Are you reaching consumers and patients in your community with email
marketing or content on social media?
Consumer-Focused Digital Tools• Digital tools help to create an
engaged and invested consumer• Personalization and the ability to
customize information create stickiness
• Amazon, Yahoo!, ESPN, Nike - all good examples
Questions to Ask:• Are you offering enough ways for
consumers to interact with your digital properties?
• Do your current digital efforts give consumers a reason to return and regularly engage with your brand?
Mobile Solutions• Smartphones are clearly the device of choice and
provide another avenue by which consumers can engage with your brand
• Content, tools, relationship management information can all be delivered effectively via mobile
• Mobile solutions can facilitate continuous interactions with messaging, notifications, etc.
• iOS and Android required
Questions to Ask:• Recall earlier market data trends regarding consumer device
usage. What mobile solution(s) do you currently offer?• Is your content available on any device – anytime, anywhere?
An integrated approach to Branding, Content, Digital Tools, and Mobile Solutions provides the foundation for
Continuous Engagement & Digital Communities
Most importantly, it assists providers in developing loyalty and trust and succeeding in the new era of healthcare.
In Summary• Shifting market landscape for providers• The healthcare consumerism movement is here to stay• A retail and digital mindset is imperative
─ The old way of doing business is unsustainable─ Continuous engagement / digital communities is the new reality for every industry, not just
healthcare─ Must focus on “owned” and “earned” media─ Take an integrated approach to online branding, content, digital tools and mobile
• Williams-Sonoma is “inspiring cooks everywhere”… how could you elevate your brand to “inspire health and wellness everywhere” in your community?
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